Internet Marketing:

Search Engine Optomisation:

Sadly Search Engine Optomisation is all too often an after thought once a site is built, when infact it should form the foundation of web site structure and design.

If you want your web site to be found, it should be designed with both the viewer and search engines in mind with as much consideration being given to getting your web site found as goes into how the site visually looks.

Search Engine Optomisation is about understanding how search engines work and constructing the web site so that pages are visible to and indexable by search engines.

While this principle is quite simple to comprehend, reports suggest that less than 20% of the worlds web pages are likely to be indexed due to poorly thought out site design. It is clear from our own experience of maintaining the Town Level search engine that the majority of web sites submitted clearly have no consideration for search engines in their design as most pages submitted to it are usually invisible to the indexing script.

Being search engine programmers, we design these indexing scripts, also known as robots, which are programmed to extract the relevant information from web pages. We then store this content according to the importance we choose to apply to it to deliver better relevance in search results, such as headings text being deemed more important than standard paragraph text and so on.

Dynamic Pages:

Most modern web sites use dynamic site structures, which makes them quicker to build and easier to maintain, however dynamic pages are not ordinarily indexed by many search engines and those that do, tend not to follow links contained on dynamic pages. As a result most dynamic web sites remain invisible to search engines, or are left with only a handful of the true number of pages on the site being indexed.

We present dynamic pages so they can be viewed and indexed by search engines. This means links can be followed and pages indexed in the same way as old fashioned hard coded web site, while we maintain the power and scaleability offered by dynamic site design.

Enhanced Search Engine Listings:

Think quality not just quantity:

Just getting your web site found is not enough. It would seem great to get 10,000 visitors to your web site, however if you were selling skateboards in the UK and those 10,000 visitors were either elderly pensioners or living in America, suddenly it doesn't seem so great.

In order to be successful online you have to place your web site in front of someone interested in what you offer. This means it usually makes sense to pay a bit more to get your site in front of 10 UK skateboarders than to hope you might find one within a snapshot of the entire web community.

Probably the most cost effective method of doing this is to use Enhanced Search Engine Listings.

While there are numerous paid inclusion options on numerous search engines around the globe, the principle is the same. You pay to ensure your web site is presented at or near the top of search results when someone searches for specific keywords relating to your business.

Consider This:

If you don't sell globally, why advertise globally ? Search engines such as Google are usually the obvious place for many to start advertising online, however how many global clients do you have? If aiming at a local audience, it is likely to work out more cost effective to pay a bit more for location targeting to ensure 98% of your advertising budget isn't wasted on people who aren't even located on the same continent.

 

Keyword Analysis:

When adding content to your web site or choosing keyword triggers for online ads, the next problem is what keywords to choose.

With more than 200 different keyword combinations being searched by people looking for an electrician alone, most people are highly unlikely to be able to think up more than 20% of the keywords people are searching for without the use of some kind of keyword analysis.

What keyword analysis provides is indisputable proof of those keyword strings (example 'recruitment agencies', 'job search sites','careers in catering') that Internet users actually search for that relate to your web site content and target audience.

Ideally this should come at the start of the whole web site design so that you can try to include the main keyword phrases into sentences and headings that match those keywords Internet users are likely to search for.

Banner Advertising:

Banner advertising is an effective and low cost method of developing wide spread awareness of your brand.

What does Banner Advertising Do For You:

• Develops your Brand image.
• With concerns about Internet security it provides reassurance that you are a bona fide business.
• Can provide a visual impact that words alone cannot express.
• Draws attention to your company over your competition.

While Banner Advertising is usually no match for a well placed highly targeted search engine listing in terms of their cost effectiveness at generating online sales and leads, they do provide an extremely cheap way of promoting your brand when compared with comparable offline media such.

Some products simply are not searched enough to warrant relying on search engine traffic alone.

Nowadays we can target relevant ads in response to user defined queries.

Payment options for banner campaigns can vary depending on your personal choice, including:

• Pay Per Impression: Otherwise known as CPM (Cost Per Millennium meaning per thousand impressions).
  Advantages are that direct links to your web site can be used which can greatly improve your link popularity & search engine rankings by being linked to on a number of high profile web site pages. CPM campaigns usually mean you have more power to dictate when and where your banners will appear.

• Pay Per Click: Pay for performance advertising. You normally pay into a credit into an account which is debited around £0.10+ per click through to your web site. Advantages are that you only pay when someone clicks through to your web site. Disadvantages are that dynamic links are used to track clicks, which means you gain no benefit from link popularity. PPC banner are also normally the poor cousin to CPM campaigns and normally used to fill unsold banner space so may lack proper targeting or provide erratic results.

• Pay Per Unique User: From just £0.01 per unique user, this payment method means you only pay for each unique user that views your banner rather than for the same person to view multiple exposures of your banner ad.

Our experience of serving tens of millions of web pages and online ads has given us the experience needed to give authoritive advice on what is likely to be the most effective approach to promoting your particular product or service. We have learned that a one size fits all approach does not work and so every campaign we recommend receives individual and careful attention.